PROJECT:                MILWAUKEE, WISCONSIN:

Summerfest Amphitheater - Market and Financial Feasibility Study

WORK PROGRAM

AND ACHIEVEMENT: The nonprofit Summerfest Corporation retained TPA staff to evaluate market and financial aspects of the expansion of Milwaukee Summerfest in the context of a permanent outdoor theater. TPA's principal provided the requested analysis and recommended development of a theater within the framework of the Summerfest program. While the concept remained undeveloped over the next few years, pressure continued to build as a result of growing audience support for Summerfest activities. Subsequently Milwaukee World Festivals, Inc., requested that TPA update its previous analysis as a basis for requesting that the City of Milwaukee provide public support for the project.

TPA staff reviewed trends and new developments within the entertainment field in the Milwaukee region, updating previous findings with respect to demand within this market sector and also evaluating income and expense factors associated with the operating performance. We recommended that Milwaukee World Festivals, Inc., proceed with development based on our findings that market support existed and in light of continuing national trends in support of facilities of this nature. Based on TPA staff recommendations the City of Milwaukee authorized development of the project and approved financial support for it. Constructed in the late 1980's, the facility has proven to be a highly successful component of the Summerfest operation.